Most businesses come apart in year one. Surviving that crucial stage means that there’s a strong chance of survival for the company. Those businesses that have been long established have it easy. Surviving this means growth, and likely a large stable of customers who are already aware of your business and come in regularly. Most long term established businesses therefore spend a lot more of their marketing efforts on trying to get higher conversions out of established customers because this is where the vast majority of the increases can come from. In the early stages such luxuries aren’t possible. Instead it’s all down to good old fashioned marketing and trying to get a many people into the business as possible. In order to do so, everything rests on the marketing plan, which becomes an invaluable tool in the shaping of the business. Businesses that do without the marketing plan are setting themselves up to fail.
Putting together the plan is a step by step process. The first part will involve the careful study if existing customers in order to determine what is unique about your business and find out why they give you their custom. It’s not an easy process but conducting it will put you in a much better situation later on. Once the answers have been found this information should all be logged. It is used to formulate your message. A good marketing message is the key to bringing in new people, and is achieved through appealing to them and giving them something unique, or something they can’t refuse. Such uniqueness doesn’t need to be anything special, but can be as simple as being a more relaxing and enjoyable place to spend time, having better customer service, or just better prices. But conveying that through the message is important.
The plan is easier to follow if you break things into chunks, so split each marketing effort into small steps. Only take on two different types of marketing on at a time and work on them both, ignoring other forms of marketing, until you have them bringing in more money than you are spending. Then spend time refining them until they are creating a good return on investment. Finally at that stage, set them so they can run with minimum supervision and move onto the next two marketing methods.
Marketing campaigns should be constantly monitored and where there is room for improvement, developed, expanded or conversion rates increased. Only through constant testing and refining will your marketing become more effective.
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